Big Idea, Compact Package
Mar 20, 2012
A great marketing script is a big idea in a compact package.
Most of us have no problem with the “big idea” part — “this product creates unprecedented management efficiency, or this product offers superior information security.” It’s easy to start with those overall concepts and expound upon them. The problem is we don’t know when to stop with the details, features, and improvement statistics. After about sixty seconds of your script listing such things, the audience forgets what the “big idea” was.
This is where the compact package comes in. Take your big idea, and condense it into a short question. The aim is to have your audience hear the big idea, and instantly wonder how they can apply that big idea to their life, business, and future. Details are great, but it’s the big idea that gets them to lean forward and go somewhere new.
In other words, a great marketing script is less like a trashcan in which you cram as many details as possible, and more like an overnight bag that takes you somewhere.